French company CGR Cinemas and Vox Cinemas are partnering to bring a new premium screen concept to the Middle East, Africa and Asia. Vox Cinemas’ parent company is Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the region. Their new format is called ICE Theatre, for immersive cinema experience.

According to the companies ICE Theatre was developed to meet growing demand from customers for immersive experiences in cinema. With an exceptional film line-up for 2019 that will see more than 20 blockbusters secured in the ICE format, VOX Cinemas says it will operate the very first international rollout of this premium technology in its cinemas.

Speaking on the partnership, Cameron Mitchell, chief executive officer at Majid Al Futtaim Leisure, Entertainment and Cinemas said, “We were impressed by the outstanding technological excellence of the ICE Theatre concept and welcome this strategic partnership with CGR Cinemas. As part of our vision to deliver outstanding offerings to customers across our markets, we continually seek the best cinema experience that can truly enthrall our audience. The outstanding offerings delivered by ICE Premium Theatres is yet another opportunity for us to further enhance the cinema-going experience and bring great moments for our customers.”

Jocelyn Bouyssy, managing director of CGR Cinemas added, “I’m thrilled to announce this ambitious new venture for CGR Cinemas, as we fully share Vox Cinemas’ innovative vision regarding the future of the cinema exhibition business. This partnership which will extend to some of the most dynamic markets in the world pays tribute to our efforts to develop an innovative concept based on a suitable business model for cinemas operators.”

With a record number of blockbusters released in ICE Immersive technology last year, including Sony’s Jumanji Welcome to the Jungle, Paramount’s Mission Impossible Fall Out, Fox’s Bohemian Rhapsody, Warner’s Aquaman and many more, 2019 promises to be even better.